On September 27, the world comes together to celebrate World Tourism Day, a global initiative spearheaded by the United Nations World Tourism Organization (UNWTO). The theme for 2024, “Tourism and Peace”, focuses on the transformative potential of tourism in fostering global peace and mutual understanding. Tourism is much more than an economic engine; it bridges cultural divides, strengthens international relationships, and promotes the concept of a shared global community. As nations strive to recover from the disruptions caused by the COVID-19 pandemic and other global challenges, the focus of this year’s celebrations highlights tourism’s role in not only economic revival but also in the pursuit of peace and sustainability.
The History of World Tourism Day
World Tourism Day was established by the UNWTO in 1980 to promote the role of tourism in global development and to raise awareness about its impact on social, cultural, political, and economic values worldwide. The date, September 27, holds special significance as it marks the anniversary of the adoption of the UNWTO Statutes in 1970, which laid the foundation for the organization’s formal establishment.
Since its inception, World Tourism Day has served as a platform for countries around the globe to showcase their tourism achievements, while also addressing the challenges facing the sector. Every year, a different host country takes center stage, leading the discussions on the year’s chosen theme.
In 2024, countries around the world are reflecting on how tourism can contribute to global peace, particularly in a world that has seen rising geopolitical tensions, economic disparities, and environmental degradation.
Tourism as a Catalyst for Peace
Tourism has long been recognized for its capacity to bring people together across borders. By facilitating intercultural exchanges, tourism encourages understanding, tolerance, and respect. Whether it’s through a family vacation in another country, a backpacking adventure through different continents, or attending international conferences, travel provides unique opportunities for individuals to experience cultures different from their own.
According to UNWTO Secretary-General Zurab Pololikashvili, “Tourism is a powerful driver of peace. When people travel, they gain a deeper understanding of other cultures, which fosters tolerance and breaks down barriers. This year’s theme is a reminder that, in a divided world, tourism has a vital role to play in building bridges between communities and countries.”
The impact of tourism on peacebuilding can be seen in various ways:
1. Cultural Exchange
Travel exposes people to different languages, cuisines, traditions, and lifestyles, encouraging cross-cultural appreciation. The act of engaging with people from diverse backgrounds fosters empathy and mutual respect, breaking down prejudices and stereotypes. Cultural tourism, in particular, has gained traction as tourists increasingly seek authentic experiences that allow them to immerse themselves in the local way of life.
2. Diplomatic Soft Power
Tourism serves as a form of soft diplomacy. By welcoming tourists, countries open themselves up to the world, sharing their culture and values with visitors. Tourism can foster goodwill between nations, creating avenues for dialogue and cooperation beyond traditional political channels. Nations like Japan, Thailand, and Italy, for instance, have long leveraged their rich cultural heritage as a way to bolster their international relationships.
3. Economic Development and Stability
Tourism is a significant contributor to global GDP and job creation. According to the UNWTO, the tourism industry accounted for 10.4% of global GDP and supported over 319 million jobs before the pandemic. In developing countries, tourism often provides critical income that helps to alleviate poverty, which is a fundamental cause of conflict. When local communities benefit from tourism, they are less likely to engage in or support conflict and more inclined to promote peace and stability to protect their livelihood.
4. Post-Conflict Reconciliation
In regions recovering from conflict, tourism can be a crucial tool for reconciliation and healing. Post-conflict countries like Rwanda have successfully used tourism to rebuild their economies and reshape their international image. Rwanda’s emphasis on eco-tourism, particularly through its famous gorilla trekking tours, has drawn visitors from all over the world, showcasing the country’s natural beauty while promoting peace and reconciliation following the 1994 genocide.
Sustainable Tourism and Environmental Peacebuilding
This year’s theme also underscores the importance of sustainable tourism in achieving long-term peace. With the increasing threats posed by climate change, the tourism sector has a responsibility to operate in ways that minimize environmental harm while maximizing social and economic benefits for local communities.
Sustainable tourism practices—such as eco-tourism, green certifications for hotels, and the promotion of low-impact travel experiences—help protect natural resources that are often at the heart of tourism economies. For many countries, tourism depends on pristine beaches, coral reefs, mountains, forests, and wildlife. Protecting these assets is not only crucial for the environment but also for the economic stability and peace of local communities.
UNWTO has repeatedly emphasized the need for “green tourism” that focuses on conserving biodiversity, reducing carbon emissions, and supporting the livelihoods of indigenous peoples. In turn, sustainable tourism can foster environmental peacebuilding, reducing tensions over resource use and protecting ecosystems that provide crucial services to human populations.
Challenges Facing the Tourism Industry
While the benefits of tourism are undeniable, the industry also faces a range of challenges that can undermine its potential as a force for peace. Over-tourism, for instance, can strain local infrastructure, degrade natural environments, and create conflicts between tourists and residents. Popular tourist destinations like Venice, Barcelona, and Machu Picchu have struggled with the impact of mass tourism, which has led to calls for better management and regulations.
Moreover, the COVID-19 pandemic devastated the tourism sector, causing millions of jobs to be lost and economies dependent on tourism to falter. The recovery from the pandemic has been uneven, with some regions rebounding more quickly than others. The need for responsible tourism practices has never been more pressing, as countries balance economic recovery with the environmental and social impacts of tourism.
Global Events and Celebrations on World Tourism Day
World Tourism Day 2024 is being celebrated through various events across the globe. Countries and tourism organizations are hosting seminars, workshops, cultural exhibitions, and online campaigns to promote the role of tourism in peacebuilding. In addition, travel companies are offering special packages and deals to encourage more sustainable and meaningful travel experiences.
For example, Greece is hosting a series of forums focusing on sustainable tourism practices and their potential to reduce regional conflicts over resources like water and land. In South America, Colombia is highlighting its use of tourism to promote peace and reconciliation in post-conflict areas, showcasing its national parks and cultural heritage sites that were once off-limits due to internal conflict.
The UNWTO is also leveraging technology to connect people virtually through a global online forum where tourism professionals, policymakers, and activists can share their insights on how the industry can continue to be a force for peace in the digital age.
Conclusion
As we reflect on this year’s World Tourism Day, it is clear that tourism plays a critical role in fostering peace and stability. By promoting cultural understanding, supporting economic development, and encouraging sustainable practices, tourism has the potential to address some of the most pressing challenges facing the world today. The theme of “Tourism and Peace” serves as a timely reminder that, in a world often marked by division and conflict, travel has the power to bring us closer together, fostering a more peaceful and sustainable future for all.
In the words of UNWTO Secretary-General Zurab Pololikashvili, “Tourism is a path to peace, and we must continue to walk it together.”
